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EXECUTIVE SUMMARY
From the above groupings and classification, there is no specific soap available for
men having both characteristics of Fairness (Beauty) and Anti-bacterial. That is
how FAIRMEN makes a major differentiation of providing both FAIRNESS &
ANTIBACTERIAL. Moreover, All existing soaps have TFM (Total Fatty Matters) less
than 65% which includes Dove with 60+% only, whereas FAIRMEN SOAP is
assured of having 65% or more which is a value adding criteria.
MARKET DESCRIPTION
Fairmen market consist of consumers segmented on Demographics based on
their age as teenage & adults, based on their occupation as students, working
professionals, sports men, economic class as Middle class class and upper class (
as they are very choosy and Quality pursuing costumers, they are targeted as
soap for teens and for adults.
STP TABLE
Segmentation
Demographical
o Gender(male)
o Age
Teens(12-19)
Adults(20-50)
Occupation
o Student
o Working
professionals
o Sports men
Psychographic
o Working class
o Middle class
o Middle upper
o Upper lower
o Upper middle
o Upper upper
Targeting
Positioning
men
PRODUCT REVIEW
The characteristics or features of FAIRMEN soap.
FAIRNESS
ANITBACTERIAL.
ASSURED
TFM 65% +
FAIRMEN SOAP
COMPETITIVE REVIEW
SOAPS FOR MEN AVAILABLE IN MARKET.
FIAMA DI WILLS:
Soap for freshness and good fragrance. Cost of the soap for 100 grams is Rs.40 in
India. It did not have Anti-bacterial and Fairness agents. TFM not mentioned in
soap.
PARK AVENUE:
Creamy Soap for Moisturizing the skin. Specifically for men. Cost of soap for
120grams is Rs.55.It did not have Anti-bacterial agents though it focused on Men
Fairness. TFM less than 60%.
WILD STONE:
Soap for freshness. Products only for Men Category. Cost of the soap for
100grams Rs.58. If did not have Anti-bacterial agents and also lack in providing
Fairness. It focuses only Men Wildness and manliness.
LUX FOR MEN:
Soap for Men, mainly focus on Men beautiness. Cost of the Soap for 120grams is
Rs.34.It did not have Anti-bacterial agents. Soap not so prominent for men in
India. TFM not mentioned.
DOVE MEN CARE:
Creamy soap for moisturizing the skin. Though the soap is for beutiness but it
lacked anti-bacterial agents. Soap cost for 120grams is Rs.45.TFM IS 60% and
more but less than 62%.
Retail shop (Giant like More, Nilgiris, Spencers and small shops).
Men Beauty Parlours.
Branded Men Hair Saloons.
On-line Retailing Websites.
Beauty Care shops.
SWOT ANALYSIS
STRENGTHS
Specific Product.
Unique featured product.
Good Quality.
Assured TFM More than 65%.
Cost nominal.
Focusing on Middle class and
Upper Class consumers.
Emami established Brand.
OPPORTUNITIES
New unique featured Product.
Cost Efficient product.
Scope in Foreign Markets.
WEAKNESS
Only for men.
Melts quickly.
Following
Premium
Pricing
Strategy.
Product not for Lower Middle Class
and Lower class consumers.
THREATS
Intense Competition.
Buying customers behavior.
Downward pricing pressure.
WEAKNESS
o ONLY FOR MEN:
FAIRMEN is a men product though so specific, it is not for women and kids which
is a weakness.
o MELTS QUICKLY:
FAIRMEN soap melts quickly as it is creamy soap which seems to be a
disadvantage with the soap.
o FOLLOWING PREMIUM PRICING STRATEGY:
We follow premium pricing strategy ( means high Quality Product with High Price)
as 100 grams costs Rs.36 though low compared to other men soap, it is not a soap
for all income class.
o PRODUCT NOT FOR ALL INCOME CLASS:
This soap is for Middle class and upper class men , its not for all either in product
wise and not in price wise at present. But may try extending for other class also
without degrading the brand value.
OPPURTUNITIES
NEW UNIQUE FEATURED PRODUCT :
As there is no such combination of soap for men already existing in market, this
soap has unique featured character in the market. This gets a lot of opportunity in
the market and among the customers.
COST-EFFICIENT PRODUCT :
Compare to the cost of all other men soap for fairness or beauty like Dove, Par
Avenue, Fiama Di Wills. FAIRMEN soap is less cost with High Quality.
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MARKETING STRATEGY
FAIRMEN soap marketing strategy is based on the positioning of product
differentiation. Our primary consumers are middle and upper class consumers
who are further classified based on their age as teens(12-19 years) and adults(2040years.The strategy we are following are,
NEW PRODUCT PRICING STRATERGY
Premium Pricing Strategy Providing products with HIGH QUALITY and
HIGH PRICE.
Price Differentiation Strategy different for the product as the cost of
FAIRMEN soap is Rs.36 for 100grams of bar which is low compared all the
men soap existing in market.
IN MARKET :
Market skimming Price strategy High price for the product at initial, then
decreasing the price based on the competitors decrease in price.
PRODUCT POSITION
The graph shows the position of FAIRMEN soap with all men soap with respect to
Quality and Price of the soap.
70
X- PRICE.
F
M
60
50
C
40
Y- QUALITY( TFM%).
A
I
30
D
20
10
y 0
10
15
20
25
30
35
40
45
50
55
60
65 X
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Retail shop (Giant like More, Nilgiris, Spencers and small shops).
Men Beauty Parlors.
Branded Men Hair Saloons.
On-line Retailing Websites.
Beauty Care shops.
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